Ancestry Product Analytics Homework Assignment

Initial Look at Data

Dataset

Data Summary

Categorical Variables in Bar Charts

Numeric Variables in Histograms

Time Series Variables

Outliers and Notes

• ID variables
  • 33,407 prospectids appear multiple times, accounting for 85,349 rows in the dataset
• Categorical variables
  • dna_visittrafficsubtype has roughly 15 non-NA subtypes over 2000, meaning many subtypes contain very few (for some it’s almost no) observations in this dataset
  • Treating xsell_gsa as categorical.
• Numeric variables
  • xsell_day_exact appears to have a funky distribution, quite log looking. However, the histogram does ignore any zero values, which is roughly 33.8% of the values for that variable. May want to look at a cummulative view of some kind.
• Time series variables
  • ordercreatedate has a date of 1900-01-01 repeated 12 times in the dataset. (Suggest removing these from the dataset.)
  • dnatestactivationdayid has 29% of the values as NA.

Categorial Variable Notes

A closer look at dna_visittrafficsubtype shows that many of the subtypes are rarely found in this dataset.

dna_visittrafficsubtype	Count	Percent
NA	62849	24.9458209
direct core homepage	39719	15.7651364
paid search – dna brand	20905	8.2975447
Email Campaigns	20081	7.9704853
Paid Search Non Brand	13400	5.3186845
internal referrals	12296	4.8804884
direct non-homepage	12288	4.8773130
paid search – core brand	10425	4.1378571
organic dna brand	9205	3.6536187
Email Programs	8642	3.4301546
direct dna homepage	7610	3.0205365
email no source id	6693	2.6565638
organic core brand	6341	2.5168491
External Paid Media	4911	1.9492582
Affiliate External	4066	1.6138635
organic nonbrand	3569	1.4165959
geo-redirect	1536	0.6096641
iOS App	1534	0.6088703
Paid Search GDN	1348	0.5350438
content marketing	1114	0.4421653
social media organic	1101	0.4370053
external referrals	807	0.3203118
Direct Mail	355	0.1409054
Social	269	0.1067706
Web Property	167	0.0662851
Partners	155	0.0615221
Search	108	0.0428670
Radio Brand/PR	92	0.0365163
Android App	67	0.0265934
Digital Video	63	0.0250058
Direct	37	0.0146859
FindAGrave	37	0.0146859
Social Media Natural	30	0.0119075
Telemarketing Other (short term 8/31/05)	30	0.0119075
Windows App	26	0.0103198
Inbound	13	0.0051599
External Email	12	0.0047630
Display	9	0.0035723
DNA App	9	0.0035723
FTM Software Integration	6	0.0023815
TV Brand/PR	5	0.0019846
Feeders	3	0.0011908
Mobile	3	0.0011908
Biz Dev	2	0.0007938
Overlays	2	0.0007938
Kiosk	1	0.0003969
Library/Assoc.	1	0.0003969

Time Series Variables (improved)

After removing the outlier dates (noted above) for ordercreatedate we can better see the general trend.

After removing the NAs from dnatestactivationdayid we can better see the general trend.